SōRSE Employee Spotlight: Tyler Peterson

Meet our Chief Operations Officer, Tyler Peterson, who has been with the company since 2016. Over the past four years, Tyler has touched every aspect of our business, from setting up production to developing new products and bringing them to market, as well as working at trade shows. You name it; he’s done it! Tyler draws on many of the professional experiences he has had in the past in his current role at SoRSE; he’s a hands-on manager who builds strong relationships with his employees and clients.  

 How did you end up working at SōRSE? What was the first year like? 

Prior to 2016, I had worked with Howard at two other startups. When Howard was presented with the opportunity to take the reins of SōRSE (then Tarukino/ Tribe Processor), he invited me to come along with him to manage Operations. The first year was about figuring out our direction, the technology we were using, and the beverages we were going to produce. From these ideas, we started fundraising to help prop us up. We acquired the emulsion technology and started running with it. The first year was crazy because we went from a virtually empty building with three people and ended the year with 20 employees, products on the market, and with the evolution of the technology well on its way.  

How much did you know about this space prior to coming on board? 

I knew quite a bit about Operations, but not so much about the cannabis industry. Prior to working at the startups with Howard, I was Head of Operations at a materials handling company. I came into SōRSE well versed in inventory, client services, sales, and everything else required to manage a company. The cannabis industry is considerably different in terms of rules and regulations, not to mention how heavily taxed it is. Because of that, there have been more failures than successes across the industry – it’s not necessarily easy to stay in business and make a profit.  

 What do you enjoy about the role of COO at SōRSE and what’s been challenging? 

I am a very hands-on person, and I love figuring out problems. What I need to remember to do in this role is take a step back and trust my employees to figure out the answers to problems while I oversee them and make sure they are making the right decisions. I have to let go of my desire to do what one of my employees can do, which means that I can focus my attention elsewhere. Operations is driving the company to the future – expanding into other states, creating new emulsions, working with large customers. All of this is exciting, but they are high pressure/high risk situations. Operations drives income and profitability, not just in one avenue but in multiple avenues. Our flexibility and determination is what keeps us moving forward.   

Can you share some highlights from the past four years? 

When I look back at where we came from, I’m pretty proud of what we’ve accomplished – like our first approval of products from the Liquor/Cannabis Control Board in Washington. Little things like that are big wins. The success of MAJOR is huge – its growth from month to month has been a highlight. I love hearing that customers love our products; it means we have created an emulsion that has changed people’s lives – not just consumers, but the retailers who are becoming more profitable and successful because of what we offer. Making a company profitable is also a big win. All that said, what I am most proud of is the team around me. People at SōRSE know what needs to get done and never question how to get stuff knocked out.   

Can you share something that a lot of people don’t know about you? 

I love show tunes, and I have inspired more than one person to overcome a fear or physical hesitation by breaking into song. I was in every play and every summer musical during high school. I am not necessarily the best singer, but I love it.